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Entrance to a Jumbo Food Market in the Netherlands; On the left-hand side of the picture you can see shopping carts neatly lined up under a staircase leading upwards; in the middle of the picture the supermarket opens up below street level. The building is made of gray concrete, directly in front of the entrance is a red trash can in the middle, above the entrance is the logo of the Jumbo market in yellow. You can see people from behind as they walk further into the market proper (Photo: Denise Jans on Unsplash)

The Netherlands | Heineken and Jumbo have been negotiating the conditions for their cooperation in 2025, but have not reached an agreement on prices yet. As a result, products such as Amstel, Birra Moretti, Brand and Desperados are hard to find on Jumbo’s shelves.

Three advertising posters are attached to a railing on the side of the road; the background is always white, with black lettering, and grey, pink and yellow humanized beer bottles are drawn on them in various poses. The one on the left says: “Three beers meet. Two of them speak Dutch”; the one in the middle says: ”How much does a corporate beer cost? The diversity”; and the one on the right says: ”Axel brews here. And at the group? Excel.” All three posters show the name “privatebrauereien.at” in the top right corner (Photo: Courtesy of Wine+Partners)

Austria | Who actually owns the beer we drink? This is exactly what Austria’s privately-owned breweries want to communicate. And they are doing it with rather striking and funny slogans. However, they do not want their campaign to be seen as “corporation bashing”, but as purely educational.

Close-up of several rows of golden cans, (Photo: Majkl Velner on Unsplash)

Germany | It must have come as a shock to Europe’s brewers exporting their beer to the United States: Not only will importers pay the baseline 10 percent tariff. They will also have to pay a 25 percent levy if the beer comes in cans.

A person carrying four 1 liter beer mugs in one hand, wearing traditional Bavarian clothing; probably a server at the annual Oktoberfest in Munich; the photo only shows the arm holding the mugs, the back of the person, and a part of the counter (Photo: Kimia on Unsplash)

Germany | Enjoying a beer after work is still part of everyday life for many people in Germany. However, new data show that beer consumption has fallen significantly in recent years. Germans drank an average of 88 litres beer last year. In 2014, it was still almost 103 litres of beer, a decline of 15 percent.

Side view of a red truck with white Coca-Cola lettering; the image detail only shows the part of the truck on which the letters can be seen (Photo: Maximilian Bruck on Unsplash)

Denmark | Because US President Trump keeps threatening to annex Greenland, American relations with Denmark are particularly tense. This is apparently also reflected in the consumption of Coca-Cola products in Denmark.

Side view of a person wearing glasses and drinking from a green Heineken bottle. You can only see their head and shoulders, and in the background a blue sky with white clouds (Photo: Daniel Wirtz on Unsplash)

The Netherlands | Heineken shrugged off the threat of tariffs earlier this year, but now the company is raising more concerns about potential disruptions to its business. In the Dutch brewer’s first quarter 2025 report, released on 16 April, Heineken’s CEO Dolf van den Brink indicated that US tariffs, particularly those targeting canned beer, could force it to adjust spending and investments.

Whisky bottle against a white background, detail (Photo: sj on Unsplash)

United Kingdom | Tariffs on Scotch whisky exports to the US have been called “disappointing” by the Scotch Whisky Association (SWA) and could have a wide impact on the industry. Announced on 2 April by President Donald Trump, the UK is now facing a 10 percent blanket tariff on the exports of its goods to the United States.

Birds view of a cargo transfer site, with intermodal containers in different colours (Photo: Venti Views on Unsplash)

United Kingdom | Diageo, the world’s largest drinks firm, avoided the worst of President Trump’s chaotic trade policy this month. Not only were its Don Julio tequila in Mexico and Crown Royal whiskey in Canada spared additional tariffs – they are altogether exempt from import tariffs in the US under the United States-Mexico-Canada Agreement (USMCA), a free trade agreement which was negotiated by the first Trump administration and came into effect in 2020.

Empty tropical beach with boats and palm trees on a sunny day (Photo: Luca Cavallin on Unsplash)

United Kingdom | Diageo has sold its majority stake in Seychelles Breweries to Mauritius-based Phoenix Beverages for around USD 80 million, media reported in early April. The owner of Guinness held a 54.4 percent stake in the only total beverage company in Seychelles, which also makes SeyBrew beer. The firm will continue to be listed on the Seychelles Stock Exchange after the deal is closed.

Hand showing nails with dark maroon nail polish holding a whiskey tumbler containing amber liquid (Photo: OurWhisky Foundation on Unsplash)

Denmark | British drinks firm Diageo is changing its strategy, which will hit the award-winning Danish distiller Stauning hard. On 28 March Stauning had to lay off 13 of its 50 employees and cut production by half. The future looks uncertain, now that its main investor Diageo has backed out of its incubator Distill Ventures.

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